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Title:Upravljanje marketinga v umetnosti
Authors:ID Pernat, Irena (Author)
ID Radonjič, Dušan (Mentor) More about this mentor... New window
Files:.pdf MAG_Pernat_Irena_2016.pdf (1,44 MB)
MD5: C57F7FFD90F2DB0A42514AA0E2D14E68
 
Language:Slovenian
Work type:Master's thesis
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Koncept je miselna slika, podoba, ki si jo posameznik ustvari o določeni stvari. Koncept marketinga pa temelji na miselni sliki o približevanju in upoštevanju končnih odjemalcev v procesu menjave. Se torej bistveno razlikuje od prodajnega in proizvodnega koncepta. Na osnovi zgoraj navedenega je možno marketinški koncept uspešno aplicirati tudi na področju vizualne umetnosti takrat, ko so podani pogoji za izvedbo menjalnega procesa med ponudnikom in kupcem določenega umetniškega dela. Magistrsko delo obravnava umetnost z ekonomskega vidika z zasnovo inovativnega koncepta upravljanja marketinga umetnosti na evropskem trgu v določenem časovnem horizontu. Raziskava preučuje, preverja, analizira, primerja znanja, modele in metode s področja upravljanja marketinga iz sekundarnih in primarnih virov, s ciljem aplikacije na primeru preučevane organizacije, pri zasnovi in implementaciji strategij upravljanja marketinga, s posebnim poudarkom na slikarstvu, v določenem časovnem horizontu, na ciljnih evropskih trgih. Menedžment je veda o odgovornem in učinkovitem obvladovanju organizacij, načrtovanju in organiziranju, vodenju in nadziranju dejavnosti posameznikov, skupin, organizacij, širših skupnosti. Delovanje organizacije obsega upravljanje, ki ga opravljajo upravljavci, poslovodenje (menedžment), ki ga opravljajo poslovodniki (menedžerji) in izvajanje, ki je naloga izvajalcev. Upravljanje obsega izvirne odločitve o smotrih in konceptih, vse vidike temeljne, razvojne in tekoče politike organizacije. Upravljavci odločajo predvsem o strateških odločitvah, med katere sodijo temeljne, pomembne, usodne odločitve. Taktične odločitve, oziroma izvajalne, ki izhajajo iz strateških, pa sprejema poslovodstvo in razdeljuje delo med sodelavce in jih pooblašča zanj. Menedžment odloča o zadevah, ki so za organizacijo bodisi ugodne izzive – te zadevajo notranje prednosti organizacije in zunanje priložnosti organizacije – bodisi neugodni problemi, ki obsegajo notranje slabosti organizacije ali zunanje nevarnosti organizaciji. Temeljna razlika med strateškim menedžmentom organizacije kot celote in strateškim menedžmentom njenega marketinga je v tem, da se prvi nanaša na vse ključne dimenzije delovanja celotne organizacije (kadrovska, marketinška, finančna, socialna, tehnološka), medtem ko je drugi naravnan na osnovne vidike procesov menjave organizacije z vsemi njenimi deležniki. Zaradi svojega pomena so določeni cilji in strategije marketinga, kot cilji in strategije vstopa na mednarodne trge, ofenzivna strategija, strategija sodelovanja s konkurenti, pogosto tudi cilji in strategije celotne organizacije oziroma njenih posameznih delov. Strateški marketing je sestavni del strateškega menedžmenta organizacije, povezan predvsem s strateškim odločanjem v vrhnjem menedžmentu organizacije. Bistvo strateškega marketinga organizacije in torej tudi strateškega menedžmenta organizacije je v doseganju konkurenčnih prednosti organizacije na njenih trgih. Raziskava o upravljanju marketinga umetnosti na evropskem trgu v določenem časovnem horizontu obsega sistematično raziskavo notranjega in zunanjega okolja, ki je pod vplivom nepredvidljivih sprememb in pogosto zahtevno za razumevanje. Mnogi cilji in strategije, ki izhajajo iz konceptualnih zasnov strateškega marketinga, so tudi cilji in strategije celotne organizacije. Prav zato zahteva koncept strateškega marketinga umetnosti holističen pristop.
Keywords:Koncept, upravljanje marketinga, strategije marketinga, raziskava marketinga, ekonomija umetnosti, inovacija.
Place of publishing:Maribor
Publisher:[I. Pernat]
Year of publishing:2016
PID:20.500.12556/DKUM-59082 New window
UDC:339.13
COBISS.SI-ID:12650268 New window
NUK URN:URN:SI:UM:DK:KEKWTSCW
Publication date in DKUM:13.12.2016
Views:1257
Downloads:133
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:Marketing Management of Art
Abstract:The concept is a cognitive image, which is created by each person on a specific subject. The marketing concept is based on a cognitive image of the approach and consideration of the end consumer within the exchange process. Thus, it significantly differs from the selling and production concept. On the basis of the above statement it is also possible to apply the marketing concept in the area of visual arts. This is possible when circumstances are given for the conclusion of an exchange process between a provider and buyer of a certain art work. The Master’s thesis discusses art from an economic viewpoint with the approach of an innovative concept for marketing management of art. The research investigates, verifies, analyses, compares knowledge, models and methods from the area of marketing management from secondary and primary sources. The aim is to apply the knowledge within the researched organization, with the approach and implementation of strategies of marketing management, with a special emphasis on painting on target European markets. Management science deals with a responsible and efficient control of organisations, planning and organising, leading and controlling the activities of individuals, groups, organisations, broader communities. The operation of organisations encompasses administration, which is done by operators, management, which is done by managers and implementation, which is the task of implementers. The administration encompasses the basic decisions on the scope and concepts, all areas of a basic, development and running policy of the organisation. Administers decide manly on strategic decisions, where basic, important and pivotal decisions are considered. Tactical decisions respectively implementation decisions, which arise from strategic one, are done by the management. The management is also delegating work among the employees and commissioning the work. Management decides on matters, which are either favourable challenges for the organisation – dealing with internal strengths of the organisation and external opportunities of the organisation – whether unfavourable difficulties, which encompass internal weaknesses of the organisation or external threats to the organisation. The basic difference between strategic management of the organisation as a whole and between strategic management of the organisation’s marketing is, that the first refers to all key dimensions of the functioning of the whole organisation (people, marketing, finance, social, technological), while the latter is aimed at basic aspects of the interchange processes of the organisation with all its stakeholders. Due to its importance specific marketing goals and strategies, as are targets and strategies for entering international markets, offensive strategy, cooperation strategy with competitors, are often also goals and strategies of the whole organisation respectively of its parts. Strategy marketing is part of a strategic management of the organisation, connected mostly with strategic decision-making on the top-management level within an organisation. The essence of strategic marketing and thus of strategic management of an organisation is the achievement of competitive advantages of the organisation on its markets. The research on the administration of art marketing on the European markets within a specific timeframe encompasses a systemic research of the internal and external environment, which is under the influence of unpredictable changes and often challenging in its comprehension. Many targets and strategies within the concept of strategic management are also targets and strategies of the whole organisation. Therefore, a concept of strategic marketing of art requires a holistic approach.
Keywords:Concept, marketing management, marketing strategies, marketing research, economy of art, innovation.


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